Backstage automation, front row engagement at be•at
be•at
Knowing your visitors so well that you can tailor your offer and service perfectly to them — that’s be•at’s ambition. Now that Sparklink’s marketing automation runs smoothly backstage, the venue operator puts their audience even more front row. One central system, automatic service emails, and a dynamic planning setup result in less chaos and more time. Is that a “We want more” we hear from AFAS Dome (formerly Sportpaleis)?
CHALLENGE
One robust system for all data
be•at has been investing heavily in digitalisation. For instance, an automatic info email was already sent out for every event. The problem? The underlying data set was shaky. During the COVID crisis, that caused their automation setup to collapse like a house of cards. Add to that a marketing platform approaching end-of-life, and it became clear: time to rebuild. No quick fixes, but a new foundation. Enter automation 2.0.
Who is be•at?
- Part of Live Nation Venues
- Operator of 7 (concert) venues in Belgium:
Lotto Arena, Vorst Nationaal, Trixxo Arena, Capitole, Stadsschouwburg, Trixxo Theater and AFAS Dome (formerly Sportpaleis) as their crown jewel
- 800 events per year
- Nearly 3 million visitors annually
SOLUTION
A 360° view of customer and event
All information in one place — that’s the core of our solution for be•at. Today, all their data is integrated into a custom Salesforce platform, from ticketing and operations to marketing. Last-minute change? One update in Salesforce and the show goes on. Thanks to smart API integrations, updates are instantly pushed to all relevant channels. Two concrete examples:
1. Website integration
Roughly 80% of the information Salesforce collects is also needed on the website. be•at feeds everything into Salesforce, and the data flows directly into the content management system via an API. Less double work, and the website is always up to date.
2. Central my be•at account
First-party data is a priority for be•at. While this is available via the ticketing provider, be•at prefers to manage the audience relationship themselves. The my be•at account now gathers all contact point data in one place. Ticket buyers can view all their past and upcoming events — across all venues. This boosts brand experience and enriches the database.
“The be•at account fits perfectly within the 360° customer view. We match purchased tickets to the correct contact point, allowing visitors to manage all their tickets and preferences with a single login. Convenient for the customer and above all: a major data asset for be•at.”
Extended visitor journey
How do you strengthen the bond between venue and visitor? With top-tier personalised service communication. Ticket buyers now receive not one, but five service emails per event — fully automated in three languages via Salesforce Marketing Cloud:
- Experience mail – 14 days before the event
- Mobility mail – 7 days before the event
- Info mail – 2 days before the event
- Rating mail – 1 day after the event
- Relive mail – 100 days after the event
Each email is automatically styled based on the venue. Late sign-ups? Covered too. Two days before each mailing, be•at’s marketers receive a test version to tweak if needed.
Newsletters are also sent faster via Marketing Cloud. Dynamic content blocks automatically pull in the right info, so marketers can quickly build a solid email.
WhatsApp as an extra service channel
Email remains the top-converting channel for concert venues. But why not challenge the status quo? At Vorst Nationaal, be•at is experimenting with WhatsApp as an extra service channel. Three days before the event, ticket buyers receive mobility info in a chat message — including QR codes for De Lijn and MIVB. Because those final miles to the venue? Better make them as sustainable as possible.
Sparklink storage as encore
25 million. That’s how many emails be•at sent to visitors in 2024 alone. That’s a hefty — and costly — volume to archive, especially when you include all event-related data. Sparklink securely stores all this information in an external database. It syncs automatically with Salesforce, following archiving guidelines defined with be•at. Ready to archive permanently? You guessed it — that happens automatically too.
“We went from sending one to five emails per event — with the same team. So we’re doing more, without needing more time or people. Thanks to automation 2.0, we’re even saving around two days per week.”
CHALLENGE
A triple bill of marketing, operations, and planning
Email automation was initially the main act in the partnership with Sparklink. But soon it became clear: the same data powers other processes too. What if be•at used this foundation not just for marketing, but also for operations and planning?
SOLUTION
be•at presents: b•op
The be•at operations platform — affectionately nicknamed “the bop” — has streamlined the venue’s overall operations. From event setup and breakdown to maintenance, everything is tracked in Salesforce, including production and staffing schedules.
“Except for accounting, nearly the whole company runs on Salesforce. The input we collect for marketing also fuels other departments. The platform’s wide-ranging functionalities truly create a ripple effect.”
Dynamic production planning
Within the b•op, be•at plans every activity down to the smallest detail — from operations and safety to mobility and F&B. And when we say ‘detail’, we mean detail::
- Are we using reusable cups?
- Are we removing PET bottle caps?
- How many scanners do we need at the entrance?
- How many extra trams should we request from De Lijn?
All this info can be turned into a briefing via a dynamic PDF. Staff choose the content blocks they need based on their role. Handy presets simplify it further — and each PDF automatically features the correct venue branding.
Staff planning
Staff planning also starts from activities. For each task or event, be•at defines the required roles — from security to tech. Based on known parameters, Salesforce even suggests the right people.
The result? Real-time insight into who’s working where and when, and where extra shifts or maintenance can be added.
“We used to rely on a few critical Excel files for operations and tech planning. Now it’s all integrated in Salesforce — with fewer human errors as a result.”
The setlist in summary
be•at leveled up their marketing automation — and integrated many other processes along the way. Here’s what Sparklink delivered:
- A custom Salesforce system that centralises data and shares it across channels
- Salesforce Marketing Cloud with personalised templates for service mails, newsletters, and WhatsApp
- An operations platform that plans every activity — from events to tasks — in detail
- A dynamic PDF tool that generates briefings
- Staff planning integrated into the operations platform
“Process changes always bring a certain tension. To support that, we’re building a library of detailed documentation to get everyone on board. Sparklink helps by regularly visiting for feedback and questions. That accessibility builds a lot of trust.”
Modules we built for be•at
Integration with the website
Salesforce acts as a headless CMS. Around 80% of the data be•at already collects in Salesforce is also needed on the website. Thanks to a direct integration, that information only needs to be entered once. No duplicate work — just a website that’s always up to date. And a team that can focus on what really matters.
Marketing Cloud
be•at is taking its communication to the next level. No more one-off emails, but smart, automated flows that reach fans at exactly the right moment. For each event, up to five personalised messages are sent — fully tailored to the recipient’s profile and behaviour.
Sparklink storage
Sparklink provides secure external storage, with automatic synchronization to Salesforce. Data is retained, cleaned, or archived in line with predefined rules — entirely hands-free.
Staff planning
Smart planning without the puzzle stress? The staff planning app makes it effortless. Always a clear view of who’s working when — and where there’s still room for an extra shift or a last-minute task.
Production planning
b•op is the operations platform that ensures every venue, every event, and every detail of the run sheet is managed in Salesforce. From setup to teardown, from safety to beverage sales — everything is planned, tracked, and documented. Fewer scattered notes, fewer misunderstandings, fewer mistakes. More control and more peace of mind.
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